Coursework.Info - Inspiration in an Instant

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ORANGE- CREATION AND LAUNCH (Introduction) In 1994 Orange launched into an already crowded UK marketplace. We needed to differentiate ourselves from the other three players in order to succeed. Before the launch, a team of people from Orange (then called Hutchison Microtel), corporate identity specialists Wolff Olins, and advertising agency WCRS set about creating the brand. The vision was to be the most personal telecommunications company in the world, and to be honest and open in dealing with customers and employees alike. The brand had to be something that people would engage with on an emotional level as well as delivering tangible benefits to them. The team refined the core brand idea from four options - the manager, the innovator, it's my life, and it's my friend. The result was 'it's my phone' which combined the best elements from the four. Names were brainstormed and the shortlist included Pecan, Gemini, Egg, Miro,...

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